menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
MediaHisttory Podcast image

16.06.2025 Marketing and PR

Online advertising 2024/2025 report by IAB Poland

KFi

Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
Poczytaj artykuł wydanie polskie w wydaniu polskim

Online advertising 2024/2025 report by IAB Polandillustration: DALL-E

The year 2024 marked another breakthrough for Poland`s marketing industry. According to the Internet 2024/2025 report published by IAB Polska, digital advertising not only grew but came to dominate the marketing communication landscape. Budget increases, investment shifts, and fast development of new ad formats all point to one thing. Polish advertising thrives online.

Growth with no brakes


In 2024, the value of the digital advertising market in Poland rose by nearly 20% compared to the previous year. IAB Polska analysts report that the internet already accounted for 57% of all advertising spending in the country. This is not a temporary change but a trend that has held strong for several years. Compared to traditional formats like print, radio, or outdoor, digital channels continue to show stable and dynamic growth. And there are no signs of this slowing down.

This sharp growth is driven by changing consumer behavior. More and more Poles spend most of their time online, especially on mobile apps. 65% of total online time now takes place on mobile devices. This has shifted ad investments toward digital channels that offer better targeting and more precise campaign planning.

Country 2021 2022 2023 2024
Poland 20% 10% 13% 20%
USA 35% 11% 7% 15%
United Kingdom 41% 11% 11% 13%
Australia 36% 9% 11% 21%
source: Internet 2024/2025, IAB Polska


After two slow years, Poland returned in 2024 to strong online ad growth at 20%, matching the 2021 result. This shows a rebound in digital investment momentum after a pandemic slowdown. Poland stands out among developed countries where growth is more stable but lower. The digital market in Poland is picking up speed again.

Which formats are growing fastest


Not all digital ad formats grow at the same rate. IAB Polska data shows that the clear growth leader is online video. In 2024, marketers spent 1.62 billion PLN on this format. That makes it the fastest-growing ad category in the Polish internet. Why? A wide range of environments from social media to Connected TV. And rising effectiveness of audiovisual messaging.


Display still plays an important role, making up 26% of online ad spending. Although its share remains stable, there is a shift in budgets toward more engaging and interactive formats. Programmatic remains popular, gaining importance thanks to automation and the use of 1st party data.

Retail media is also noteworthy. In Poland, it saw a 30% increase in budgets. This format is embedded directly in sales ecosystems. Right where the purchase decision happens. Retail media is becoming not only a sales support tool but a serious competitor to traditional ad channels.

Digital ad format Market share in 2024 (%)
SEM 29.2%
Display 25.5%
Classifieds 20.3%
Video 19.2%
DOOH 2.7%
Native 1.7%
Email 0.7%
Other 0.7%
source: Internet 2024/2025, IAB Polska


The rise in social media users and automation tools means advertisers are increasingly turning to influencer marketing, native campaigns, and digital audio. What do these formats share? Personalization and real-time audience engagement.

Traditional advertising is falling behind


Compared to rapidly growing digital advertising, traditional media are losing appeal for marketers. Print, radio, and outdoor have been losing market share for years. IAB Polska reports that in 2024, total online ad spending surpassed any single traditional channel by a large margin.

Some industries and audience groups still find traditional media relevant (like radio ads for drivers). But it`s clear that budgets are shifting toward digital. Online offers more data, flexibility, and the ability to react quickly to market changes.

Media Review
Moreover, new technologies like attention metrics allow advertisers to measure not just reach but real engagement. Traditional media can`t offer this level of precision. Real-time AI attention analysis is changing how marketers think about campaign effectiveness.

  • 57% of all ad spending in Poland goes to online
  • Nearly 20% year-on-year digital market growth
  • Retail media +30% budgets in 2024
  • Online video: 1.62 billion PLN and highest growth rate

The internet`s advantage over traditional media is not just in budgets. It`s a mindset shift for both consumers and brands. Customers expect personalization and interaction. Advertisers want efficiency and measurability. The internet delivers both. And the rise of AI and hybrid formats only deepens this edge.

The data in the IAB Polska Internet 2024/2025 strategic report comes from the AdEx study by IAB Polska in cooperation with PwC and Mediapanel Gemius/PBI analyses. Growth and market shares are based on net declared spending, excluding barter and agency discounts. The full report can be downloaded on the IAB Polska website.

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Marketing and PR

More AI bots in customer service. However, Poles want people

Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.

Foreign online stores face distrust in Poland. See TrustMate Report

KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.

Trends and threats in online advertising. Media Quality Report 2025

Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.


See articles on a similar topic:

Artificial Intelligence in B2B Sales. Forrester's Predictions for 2025

BARD
B2B boldly experimented with generative artificial intelligence in 2024, but next year, industry leaders plan to focus on sustainable solutions that increase revenue.

When a Review Lies. The Growing Threat of Fake Opinions Online

KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.

Poles do not forgive brands' mistakes. Armatis Customer Experience Index

Krzysztof Fiedorek
As many as 57.2% of Poles are willing to abandon a brand after one bad customer service experience. This result is similar to what was noted in the United States. Every third Polish customer prefers phone contact with a consultant, though over 13 percent now prefer chat.

Contextual Advertising in Print Media. PBC Measured Its Effectiveness

BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.

More in the section: Marketing and PR

community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.


Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Drones. For PRO. On discount





Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

advertisementMedia Review 24/7
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
Okładka Hate, Inc.: Why Today`s Media Makes Us Despise One Another
Hate, Inc.: Why Today`s Media Makes Us Despise One Another
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25